REVITALISING AN ICONIC BRAND

REINVIGORATING CARLING’S BRAND PURPOSE & POSITIONING

Cultural insight to explore the evolution of masculine achievement in South Africa was coupled with a thorough brand audit to identify the attributes and properties to build on. This insight ‘fuel’ inspired a cross-functional team to create refreshed and relevant purpose and brand idea: ‘Champion Men Deserve Champion Beer’.

The new positioning drove an integrated re-launch program that reversed long-term decline, including the ‘Be The Coach’ mobile activation program. This gave users a world-first opportunity to pick the players for their favourite team. Generating 20 million+ entries and winning the Best Global Marketing award.

In line with the General Data Protection Regulation, we have updated our Privacy Policy which now provides complete transparency about the ways in which we process your personal data. Our new fully GDPR compliant Privacy Policy is accessible here.